Corporate journalism style is a living and evolving beast. When I began writing, over twenty years ago (eek!), many businesses spent months putting together lengthy droning white papers; today, nobody has time to read them.
Yet, before we dismiss them with a laugh, it's worth remembering that in those days there was a different subtext. These documents would stand in stone for a year as the foundation of a company's product positioning. They were rich in careful research and evidence. They weren't fundamentally useless, they just applied to a different sales and engagement process.
Today, engagement has changed, and so has the writing. The style is conversational; and storytelling - painting pictures of human experience - carries more weight than a bunch of percentages.
That co